Data collection is achieved through optimal and well-executed processing strategies.
SIMs can manage and deploy information quickly, easily and in an automated way.
Experts consider these systems an alternative to optimize high volumes of data generated.
The book “Marketing Information Systems” spotlights the famous SIMwhich is positioned as a source of opportunity for the industry of the marketing when analyzing and identifying the market.
And it is that This type of system manages to supply information from various sources, managing to segment current trends, problems and opportunities that occur in the sector. to which it belongs, even allows the management of a company to respond correctly and in less time to the situations that arise for the brand itself and its consumers.
The objective of having a SIM represents a major difference when making decisions about marketing elements, such as product, price, distribution, advertising and post-sale, in addition to collecting information from different customers and competitors, real or potential.
Local and global companies are the same ones that have focused their attention on the information that marketing generates for a healthy business scheme and that is made up, above all, of the geographic coverage that they have in the market, for which their administrators need accurate and real data that brings them closer to the buyer’s needs and desires.
The selectivity of buyers in terms of products and services can increase the use of brands, differentiate the moral and economic value of companies, develop attractive advertising and promotions, and validate the effectiveness of marketing tools.
For all this and much more, the vast development in information systems has led specialists to study the usefulness of each element required for the growing complexity and globalization of markets; this with the responsibility of each manager and director who seeks to make a great effort to design a system where new technologies are incorporated into production processes.
The authors Laura Fischer and Jorge Espejo created a theoretical teaching work on Marketing Information Systems (MIS), giving marketers an idea of how to apply qualitative and quantitative methods of market research and thus obtain key axes for their decisions.
Marketing, administration or international business students, as well as brand and sales managers, advertising managers and independent entrepreneurs will find in this book clear and simple language on topics such as data mining, artificial intelligence, neuromarketing, organoleptic tests, perceptual maps, augmented reality, trend studies, real world examples and a case study that integrates all that knowledge learned.
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